Talking about “social trends for 2026” doesn’t have to mean chasing the next shiny thing. With platforms, behaviours and algorithms constantly shifting, marketers already have plenty to keep up with.
What is worth paying attention to is the shift behind the noise. Audiences are rewarding content that’s credible, recognisable and clearly human. Authenticity has become one of the biggest differentiators on social because it shapes trust, drives engagement and determines whether people stick around.
The posts that cut through rarely start with format or platform and they definitely don’t start with scrambling to “do the trend”. They start with something simpler: a clear point of view, a believable voice and an understanding of why the brand is showing up at all. When that foundation is there, the content lands harder.
There’s also a shift in what brand building looks like. The strongest brands aren’t trying to pull people into a perfectly curated brand world. They’re showing up in the real one. They react like humans, use shared references, speak plainly and create content that belongs in a feed rather than sitting above it. That familiarity is what builds loyalty, because it shortens the distance between brand and audience.
Authenticity isn’t a style, it’s a signal
Authenticity is often mistaken for an aesthetic, as if it only counts when something looks unfiltered or casually typed. That can play a role, but it’s not the point. It should be a signal: this is consistent, this is intentional and we mean what we say.
It can be polished without being distant and informal without being forced. What matters is whether it sounds like the brand and fits the moment.
A good example is the NHS cervical screening post that tapped into the Harry Styles cultural moment. It worked because it didn’t over-explain or talk down to anyone. It met people where they already were, using a reference they genuinely cared about. The message was clear, approachable and easy to act on.
Why it matters more now
Attention is harder than ever to earn. Feeds are crowded with voices all competing for the same scroll.
Sponsored posts increasingly mimic creator content and audiences have learned to filter quickly. Anything that looks overly salesy gets skipped, not out of dislike for brands, but because attention is limited.
Over the years, social has also become more performative – we’re no longer just sharing; we’re presenting. That constant polish is tiring, which is why grounded content stands out.
AI adds another layer. It’s easier than ever to produce content that’s technically correct but instantly forgettable. It also changes how trust is judged. When people even suspect something is AI-generated, they question it more.
Lurpak’s recent response to AI speculation showed this perfectly: instead of ignoring it, they leaned into behind the scenes footage that showcased craft, people and process. In a world scanning for authenticity, “proof of process” becomes content in its own right.
Nostalgia works because it’s familiar, not because it’s old
The“2016 vs 2026” trend isn’t really about the year. It’s about what that era represents: looser, less staged social that didn’t treat everything as content. Nostalgia performs because familiarity and emotion travel well in feeds that can feel overproduced.
For brands, throwbacks work best when they’re genuinely yours. Archive content, early campaigns, old packaging or “how it started vs how it’s going” posts land because they’re rooted in truth.
The takeaway
Authenticity is a set of choices made consistently: writing like people, showing context not just outcomes, and being selective about when to jump on moments.
It’s built through voice, presence and relevance. And when relatability becomes the trust signal, the brands that win are the ones that show up alongside their audience, not above them.
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